Business and Money Tips

As of today (Nov 2025), in terms of store count, Mixue has 45,000 worldwide, exceeding 43,000 of McDonald's. Mixue is a public-listed company in Hong Kong (not listed in China).  It's financials shows that it is a highly profitable business with 18% net profit margin.   Yijing (I Ching) Principles in Mixue’s Success Yijing Concept Application Outcome Hexagram 11 – Tai (Peace) Tian and Di in balance → balance profit and purpose. Mixue keeps low price yet strong profit through scale. Harmony creates sustainability. Hexagram 5 – Xu (Waiting) Patience before global expansion — built supply base first. Stable foundation before growth. Hexagram 46 – Sheng (Pushing Upward) Step-by-step growth through franchising instead of big corporate leaps. Steady, inevitable rise. Yin–Yang Balance Yin = affordability and humility, Yang = speed and vision. Balanced energy → mass adoption without arrogance. Yijing Wisdom: “When you are humble and flexible, Tian (the universe)  opens th...

How Mixue Ice Cream & Tea Won Without Fighting “The skillful fighter subdues the enemy without fighting.” — Sun Tzu, Chapter 3 1. Sun Tzu Strategy #1 — “Win Through Terrain and Speed” “He who occupies the field of battle first and awaits the enemy will be at ease.” — Art of War Ch. 6 What Mixue did: Focused not on Tier-1 cities (Beijing, Shanghai) where McDonald’s and Starbucks dominate, but on Tier-3, Tier-4, and even rural towns — the “empty terrain.” Low-cost, high-volume model made them unbeatable in smaller markets where Western chains couldn’t profit. Lightning-fast franchising: standardized ingredients, simple menu, small shop footprint → thousands of outlets launched each year. Art of War principle: “Attack the enemy where he is unprepared, appear where you are not expected.” By expanding in unseen terrains, Mixue conquered territory others ignored — “winning without fighting.” 2. Sun Tzu Strategy #2 — “Formless Strategy: Adapt Like Water” “Wat...

  L ove Intelligence (LQ) Strategies Used by Mixue “People don’t buy from you because they understand you, they buy because they feel understood.” 1. Empathy with Everyday People Mixue positioned itself as the people’s brand , not a luxury lifestyle. Every store feels welcoming — no pressure, no pretense. Love = Understanding the heart before offering the product. 2. Love in Leadership — Caring for Franchisees Mixue’s franchise model includes: Free training, logistics support, and low entry cost. Shared success mindset — win-win partnership instead of exploitation. This mirrors LQ Principle: Love empowers, not controls. 3. Joyful Brand Energy Their cheerful snowman mascot, song “I Love You You Love Me Mixue Ice Cream and Tea,” and light-hearted marketing spread happiness. Emotionally, Mixue built a community, not just a chain. Love creates loyalty faster than marketing budgets.